Communication Strategies For Conveying a Partial Reduction in Negative Product Attributes

Lei Su, Hong Kong Baptist University, China
Chi Wong, Chinese University of Hong Kong, China
Pong Yuen Lam, Chinese University of Hong Kong, China
The results of four experiments show that the communication of partially reduced negativity of a product attribute will lead to higher (lower) product evaluations among consumers who are incremental (entity) theorists. This communication effect is mediated by confidence in the reduced negativity information, and moderated by the framing of the information.
[ to cite ]:
Lei Su, Chi Wong, and Pong Yuen Lam (2015) ,"Communication Strategies For Conveying a Partial Reduction in Negative Product Attributes", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 808-808.